Google Performance Max limitations
Posted: Sun Apr 06, 2025 7:19 am
Advertisers and agencies have been complaining about the lack of visibility and control in Performance Max campaigns. Google is rolling out new features to improve these capabilities. The new video creation feature for Performance Max campaigns is now available. Additional features, such as campaign-level tag exclusions and budget forecasting, will be available in the future. Here are some of the limitations brands need to consider right now:
Further reporting - While optimization levers are ig data limited, insight into performance at the asset group level will help advertisers plan strategically and focus creative efforts on inputs that drive results. Marketers hope this is a first step toward more detailed reporting in the future. Budget forecasts will be useful for understanding PMax opportunities.
Page Feeds - This will help advertisers as it will allow for more control over where traffic is directed to your site. Some marketers may have already done valuable CRO on the site and know which pages perform best in driving traffic. The ability to limit attribution to specific pages will be useful for advertisers who share websites across multiple locations, etc.
Video Creation - Given the limitations of this feature, marketers should focus on having well-designed and meaningful video content for users at all aspects of the conversion funnel.
While Google’s Performance Max campaigns still have room for improvement, leveraging the power of Google’s AI combined with specialized advertising expertise can accelerate this progress.
Further reporting - While optimization levers are ig data limited, insight into performance at the asset group level will help advertisers plan strategically and focus creative efforts on inputs that drive results. Marketers hope this is a first step toward more detailed reporting in the future. Budget forecasts will be useful for understanding PMax opportunities.
Page Feeds - This will help advertisers as it will allow for more control over where traffic is directed to your site. Some marketers may have already done valuable CRO on the site and know which pages perform best in driving traffic. The ability to limit attribution to specific pages will be useful for advertisers who share websites across multiple locations, etc.
Video Creation - Given the limitations of this feature, marketers should focus on having well-designed and meaningful video content for users at all aspects of the conversion funnel.
While Google’s Performance Max campaigns still have room for improvement, leveraging the power of Google’s AI combined with specialized advertising expertise can accelerate this progress.